Mobile Insights and Advertising Strategies SEMPO Atlanta, 31 st March 2011 Presented by Paul Cushman
Mobile Insights and Advertising StrategiesSEMPO Atlanta, 31st March 2011
Presented by Paul Cushman
$2BWhat eBay
generated in
mobile salesin 2010
$1MIn sales for
Papa Johns from
mobileweb orders
…in less than
six monthsafter offeringthat option to consumers1
1400%Increase
Costco saw in
mobile devicetraffic
to its PC site
875% How much
mobile commerceis expected to grow over thenext 5 years
Why Mobile?
1See appendix for sources
2
Yahoo!+Bing 650M mobile searches / mo.
4/1/20113
Feature PhoneiPhone Android Windows Phone 7 Rich Browser
+74% +102M SUBS 95M SUBS
5.5MiPhone App DownloadsYOY Growth For Yahoo! + Bing
LENGTH OF SEARCH
Mobile searches are shorter…
4/1/20115
Desktop iPad Mobile
Number of Words Per Search by Platform
4+ words
3 words
2 words
1 word
Source: Yahoo Data, July/August 2010
…And less likely to be brand specific
4/1/20116
7.3%
5.8%
3.8%
Desktop iPad Mobile
% Brand Searches by Platform
SEARCHER
DEMOGRAPHICS
Mobile Searchers younger, iPad & Desktop older
Ages 18-55 comprise 80%+ of Desktop and iPad searchers, and over 90% of Mobile searchers
Mobile searchers are by far the youngest of all platforms:
› More than a quarter are under 25, vs. 15% of Desktop and 11% of iPad searchers
› 61% are under 35, and only 15% are 45+
Over two-thirds of iPad and 60% of Desktop searchers are 35+, compared to 36% for US Dotcom
› Of those, some 60% are 45+, both among iPad and Desktop searchers
4/1/20118
0%
5%
10%
15%
20%
25%
30%
35%
<25 25-34 35-44 45-54 55+
% o
f P
latf
orm
Se
arch
ers
US Dotcom Desktop iPad Mobile
Age Distribution of Yahoo! Searchers by Platform
Mobile Searchers Skew Female
iPad searchers mirror US Dotcom gender split, skewing the most
male among the three platforms
Mobile is the only platform where women comprise over 50% of
searchers
Men account for the largest share of searches on iPad and Mobile4/1/20119
44% 45% 48% 51%
56% 55% 52% 49%
US Dotcom iPad Desktop Mobile
Searchers’ Gender Distribution by Platform
DAYPARTING
Searches for the Top 5 Verticals* remain steady throughout most of the day with the exception of late night (0-3am)› No difference between weekday and weekend search patterns by vertical
› Finance searches peak between 9am and 12pm
› Retail, Travel, and Autos searches remain relatively steady throughout the day
› Entertainment searches pick up towards late evening
4/1/201111
Desktop peaks at noon, Mobile and iPad – at night!
0%
5%
10%
15%
20%
25%
0-3 3-6 6-9 9-12 12-15 15-18 18-21 21-24
Share of Total Daily Search Queries by Day Part by Platform
Desktop
iPad
Mobile
0%
25%
50%
75%
100%
0-3 3-6 6-9 9-12 12-15 15-18 18-21 21-24
Share of Total Daily Search Queries by Day Partby Vertical
Autos
Finance
Travel
Retail
Entertain't
Others
*Top 5 Verticals are: Autos, Entertainment, Finance, Retail, and Travel
SEARCHES BY
VERTICAL
iPads & Entertainment
4/1/2011
0% 5% 10% 15% 20%
Movies
TV|Cable
Amusm't Parks
Entertainment Share of Sub-Category Searches by Platform
Desktop iPad Mobile
13 Source: Yahoo Data, July/August 2010
2010 Academy Awards
Mobile-web traffic spikes during breaks
-10%
0%
10%
20%
30%
40%+ 39%
Time (by 5min slot)
During the Oscars TV event (5-8pm, PST) After Oscars
Yahoo! Mobile Front Page User Traffic
INDEX
+
-Mobile-Web User Traffic
TV Ad Breaks
Before
Highest peaks occurred after the show, suggesting
that users look beyond TV
post-event to learn and read more.
15 4/1/2011
For more insights:
4/1/201116
Join us on April 13 for
Mobile Search: On the Go, On the Rise
advertisingcentral.yahoo.com/webinars
SEARCH
Download the new
Yahoo! Mobile Whitepaper:
advertising.yahoo.com